Our Gallery of Offenders is for educational purposes, and to give our web site visitors the chance to contact media-makers directly to tell them what they think. The items are mostly chosen from the U.S. mainstream media available in the last year, using an independent process. We are never making fun of models/actors themselves, but the environment they exist within. Please submit your picks on our Contact page.

Miller Lite: The masculinity police

Questions to Consider:

What does this say about how women and men are viewed?

What is this ad selling?

Why is it not OK for men to behave the way they do in this ad?

What We Think:

I am still looking forward to the day when beer commercials will stop insulting women and stop being sexist. In this case, it’s sexist against men AND women. Miller Lite’s commercial shows a man asking one of his guy friends to come to the bathroom with him. Shocking right? Yeah, we didn’t think so either. It’s only natural for beer commercials to insult “typically female” behavior. And as a woman, it’s insulting to see the reaction he gets from his friends because he engaged in a “girly” behavior. If that isn’t enough, the women in the commercial poke fun at the guy, reinforcing the notion that going to the bathroom in groups is something that “only girls do”. — Nickole Mariona

13 Responses to Miller Lite: The masculinity police

Denise on 11-30-2012

Kat on 12-15-2012

Well in all fairness I also think that going to loo in groups is bloody silly, and again it's normally women who do that. The only thing with this ad is: if it were women engaging in a typically male behaviour it would be seen as cool/original/different/sexy (see Lara Croft) whereas if men act even a tad feminine it means they are somewhat worse/losers.

gloria steinem on 12-29-2012

Seriously? Y'all are "offended" by that commercial? Simone-Ernestine-Lucie-Marie Bertrand de Beauvoir would be rolling in her grave. You're wasting your time inventing things to be "offended" by, while women are getting circumcised in The Democratic Republic of the Congo. Wake up and stop complaining that your filet minion is undercooked when your neighbors are starving to death. I am seriously terrified if this is what feminism has come to. WTF is wrong with y'all? There is horrifying sexism in developing countries and we sit back in our cushy American couches and poke holes at this dumb commercial? Come on guys. Seriously. We are better than this.

Caroline on 01-25-2013

I understand that there are far worse things going on in the world. On the other hand, the presence of worse things going on doesn't make issues like these "not a big deal". This is an issue that goes much deeper than one mere commercial. Everywhere on television, there are depictions of men crucifying other men for engaging in "girl" activities, and doing "girl" things. On the other hand, typical "male" behaviours are praised as superior, cool, and, well, manly.

Amy Krapfl on 03-27-2013

I would die and go to heaven if this is really Gloria Steinem! You are one of my idols, and I just watched a P.B.S. special on women that featured Gloria Steinem.If this is just a nickname- please don't make fun. I had to ask- it was worth a shot.

dex1lsp on 03-29-2013

Fashion commercials are harmful to females, and commercials like this are quite harmful to males. They perpetuate a truly disheartening macho culture that not only degrades women, but also puts down men in a very dangerous way. According to the supposedly archetypal male culture it perpetuates, it is NOT OKAY to do anything a woman would do, it is NOT OKAY to get too close to other males, it is NOT OKAY to drink decent beer, it is NOT OKAY to think for yourself, it is NOT OKAY to have feelings, it is NOT OKAY to be intellectual, it is NOT OKAY to be generous, it is NOT OKAY to be non-aggressive, it is NOT OKAY to be unselfish, and it is NOT OKAY to care. This poisonous culture is destroying lives and ensuring that our social norms remain absolutely disgusting.

Werone on 10-22-2013

I disagree with you. There are men who choose to be feminine openly and they are shunned by women as well. There is a distribution of opinions, and as long as you are open to discussion then life is pretty good. It is not an easy life if you want to impose your view of the world on others, especially if your view includes issues that exist in your subjective experience and not in theirs. If what you want in the world is for men and women to act the same, then I say practice that with your family, that is your choice. The differences between individuals and men and women are beautiful and organic, and have no bearings on ability or opportunity. Would you want me in the bathroom peeing next to you?

Kelsey M. on 06-21-2013

Werone on 10-22-2013

I believe many of the grievances towards media like this are generalizations of individual fears and perceptions. I like the differences between men and women, furthermore I like the differences between individuals. I like that women don't have the testosterone filled years I went through, that does not mean I think I am better than any woman. So if we feel awkward that a friend asks me to go to the bathroom with him why would that behavior reflect a negative view of women? The focus should be on equal opportunities, and each individual has the job to sort through their preferences in life. What a boring world it would be if everyone had one way of viewing the world. We need diversity, and yes some people have a skewed view of ability based on gender, but who buys that nowadays? Mentorship goes a long way.

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